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small. >> a field or one person, it's all important to the performers and the audience. >> rorter: with the success of the school's football team he says it makes his job a little easier, but he's keeping it all in perspective. >> it's always more fun when they win, same amount of work win or lose. >> reporter: is retiring in play with over 40 years and around 1,800 events under his belt ranging in visits from the dalai lama r different events and being a and nd the you had something to do with it. they work well and still have a plife.

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otherwise. president obama spoke a little bit about each recipient. >> it's easy to forget now when we've come so far where now marriage is equal under the law just how much courage was required for ellen to come out on the most public of stages almost 20 years ago, just how

the lgbt community but for all of us so full of kindness, someone we liked so much, be ou neighbor or colleague our sister challenge r own assumptions. >> among the other recipients, anchors tom hanks, robert de niro. basketball greats michael jordan, kareem abdul-jabbar, lauren michaels, bruce springsteen and diana ross were hod, some of their accomplishments you don't even think of when you know a name. it was really worth listening to and watching that whole ceremony. >> more than just that face on tv. >> they said a who's who has been never so packed because of some of the names chosen to be there involved. bruce springsteen is coming to denver next week. folks have been talking about it. lots of fans of the boss. he'll be at the tattered cover on colfax for a book signing,

tickets went on sale this morning. they're sold out. the tattered cover said they actually sold out in under five minutes. i guess i'm not surprised. everybody wants to see bruce. >> his concert, same thing. >> good luck. also this weekend president obama is kicking off his final white house thanksgiving with an age old american tradition, the turkey pardon. >> we always get a little chuckle out of this. we got our first look at this year's official white house turkeys, which we know many people are turkeys. this one is tater, the other one is named tot from an iowa farm in storm lake. the turkey pardon started 69 years ago with president truman. this is the sixth time iowa turkeys have been part of the presidential pardon. afterward both birds will retire to a place called gobblers rest. >> they live out their lives.

>> we hope you'll join us light the lights. >> join cheryl preheim, corey rose and belen deleon as they help downtown denver light the lights on friday at the city and county building. it's all happening between 13th and 14th and bannock. the festivities start at 6:00, get everybody fired up, in the understood. the live broadcast starts at 6:30. so if you can't make it downtown, you can watch it live on 9news and count it down till they flip the >> it's a spectacle. it's so pretty. get down there. it might be one of the most pressing questions this holiday. bottled or boxed wine? i know you erm.

stuff, but can you really, my friend? >> i have never been able to anyway. wine is wine to me really, so forget it. could you tell if it came out of a box? just be grateful somebody offered you a glass of wine, right? they did a little experiment to see if you can because there are those people that are definitely the wine snobs. nbc's jeff rossen did a taste test just in time for that da party inviting this group of today show viewers to a rossen reports wine tasting. on the menu today this fancy looking pino nouwar and savo le blanc, but here's what the viewers don't know.

labels and we even made up an expensive french sounding name. in english it's box of wine. will these partygoers really believe it's high end wine just because it looks fancy? right away the wine is flowing. >> very smooth. >> it takes like a french wipe. >> reporter: but there's something else they don't ow a guest. she's a branding and marketing expert. what's at play here? >> the power of persuasion. you put wine in a fine bottle, so they believe they're drinking a fine bottle of wine. they're going to give you an account of how good it is and why. >> reporter: what do you guys think? >> i like it. it's a refreshing white. >> reporter: what do you think of yours? >> it's really smooth. >> reporter: the praise keeps coming. would you order this in a restaurant? >> definitely.

it has a little air of spice to it. it tastes almost spanish or argentinian. >> it's full bodied but doesn't linger. >> reporter: the box wine works out to about $5 a bottle, but how qumuchwould they pay? >> 25. >> 40, maybe 50. >> reporter: we're going to gs up now and do a ? little taste st. we took that s>kame boxed wine going to ask te wine them which wine do yo but remember it's the same boxed wine in both the reds. we'll see what they say. tell me which of these wines you like better. dying to know. >> the you like that er? >> yes. >> reporter: why? >> this has character. >> reporter: it's got character, oh. >> this one is a little better. this one takes a little bit acidic. >> reporter: every single person we asked.

>> reporter: picking one wine over the other. >> i like that one better. it tasted fuller to me. >> reporter: remember it's the exact same boxed wine in both t . want toknow wh weneking. [ cheering and applause orter: >> yes. that tasted amazing. >> reporter: there's another surprise. the taste test we did, that was the same wine in both. just in time for thanksgiving, go cheap. >> exactly. i'll use your bottle, though, instead. >> reporter: trick your guests. >> they won't know the difference. >> reporter: cheers.

>> so you're buying boxed from now? i guess so. >> now they all feel like a bunch of turkeys. >> that was jeff rossen reporting. here's another reason to save on boxed wine. it actually lasts longer than ine in a bottle. -- wine in a bottle. >> that is if no e else in the room is drinkigone. either way experts say it's good six to eight weeks after opening, which is really practical for a lot of folks. >> six to with all these wine bottles open. just a little, moderation is the key. if you need a reason to walk off all the festive food, we have a dog today who is looking for a walk and a new home. >> danielle is back next with pierre. look at pierre.

if you're already plotting out which stores to hit over the holiday weekend, some stores have already started those black friday sales. >> others are making their

earlier than ever. it's changing the game for shoppers and we'll hear now where to find the bargains right now. >> reporter: good-bye black friday, hello black november. sales rolling out earlier than ever blanketing the internet and the mall. amazon, wal-mart, best buy and lowe's offering black friday discounts right now. >> sales are coming earlier and earlier. if i like that because i like to shop early. >> reporter: the early bird deals are part of an industrywide reaction black friday struggle. last year store sales were down 12%. this year the average american will spend $936 over the holiday season, down from 2015. dozens of major brands debuting ahead of schedule. so far 44% of american adults plan to shop black friday sales. to lure you in wal-mart taking the holiday creep to another level moving cyto black friday

deals out there, experts say do not buy everything now. >> the way black friday is that not just one day. it is five days of savings. >> reporter: experts say it's a good time to pick up ties, gift sets, beauty products and cookware, but hold off on upgrading expensive home appliances till black friday itself. skip toys on black friday. instead wait till the 2nweek of dece to push inventory. as always, shop onne. shipping